Defining content is highly important and we use this as a checklist for prepping a company to grow using social media. It comes from a successful CEO who has grown two multi-million dollar companies.
1.Gather supporting content at each stage of the funnel (AEC).
2. Make sure you have at least one native video.
3. Assemble content list of third party endorsements on external sites.
4. Create personas for the top 3 constituents you serve, which drives targeting.